From pizza to pasta, Italian tomatoes are basically the backbone of global comfort food. Now, Italy is making it official with eTomAato: European Tomato, A Red Passion, a new EU-backed campaign to bring premium preserved tomatoes straight to Malaysia.
Launched at Food & Hospitality Malaysia (FHM) 2025, the initiative represents over 70 Italian tomato producers, aiming to position European tomatoes as the gold standard in Malaysia’s growing F&B scene. Think richer flavour, strict food safety, full traceability, and sustainable practices basically, everything you’d want in a pantry staple.
“eTomAato bridges Europe’s tomato heritage with Asia’s culinary creativity,” said Dr. Angela Donvito, Trade Commissioner of the Italian Trade Agency, during the launch.
Why it matters
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Between Jan–May 2025, Italy exported €1.17 billion worth of preserved tomatoes worldwide.
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Malaysia imported €8.58 million worth of these products, with Italy already the country’s second-largest supplier.
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Translation: Malaysians already love Italian tomatoes, and now the supply is set to grow.
What’s next
Over the next two years, expect:
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Chef collabs
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In-store tastings
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Workshops for industry pros
All designed to show how versatile preserved tomatoes can be, whether it’s in a Michelin-star menu or your home-cooked spaghetti night.
With the campaign also expanding to Singapore and Thailand, Malaysia is officially part of Italy’s big tomato love story.
More info 👉 etomaato.eu